Some merchants see green on St. Patrick's Day

It appears slightly fewer people are swimming in green this St. Patrick's Day.

The color of money is certainly appropriate for the Irish-themed holiday as the National Retail Federation predicts $5.61 billion in spending, a slight decrease from last year's record $5.9 billion.

That isn't a surprise, according to the NRF, as consumer spending patterns have been consistent over the years with people celebrating on, and around, March 17.

As for individual spending, the survey conducted by Prosper Insights & Analytics for the NRF, found that the average is $40.18, an increase from $39.65 in 2018.

That greatly contrasts from last month's big holiday ó Valentine's Day ó when the average consumer spent $162.

"And unlike some other holidays that have seen consumer spending grow," the NRF says, "the average amount consumers spend has stayed consistent even as the economy recovered from the Great Recession.

"What is it about the holiday that captures the attention of Americans each year?"

Who celebrates

For one thing, the NRF says, it's not just the Irish who celebrate it, at least in the U.S.

In its annual St. Patrick's Day survey, Wallethub found that 55 percent of all Americans plan to do something to commemorate the holiday, whether it's eating a meal of corned beef and cabbage, raising a glass of Guinness or simply wearing something green.

Millenials make up a big part of it, according to the NRF, as more than 70 percent of those under 35 will celebrate. Only 41 percent of those 55 and older have holiday plans.

There's also a generational difference in how they will observe it. The younger crowd tends to enjoy the social aspect and will likely go out to a bar or restaurant, or hold a party with friends. Meanwhile, their elders will have a simple meal or attend a parade.

Dr. Oana Godeanu-Kenworthy, an associate professor of global and intercultural studies at Miami University told Wallethub that St. Patrick's Day is popular in the U.S. because of its inclusiveness.

"As Irish-Americans integrated in American society and the anti-Irish anti-Catholic sentiment waned, St Patrick's Day evolved into an inclusive holiday for everyone, and increasingly became celebrated across the U.S.," she said. "For new immigrants to America, the holiday is particularly welcoming, as it is connected to a tradition of another group of immigrants whose collective history moved from systematic discrimination and prejudice to successful integration into mainstream American culture."

Cashing in

Of course merchants have been getting on board for years, selling green-themed items ranging from beer and bagels.

This year, Aldi has drawn some attention with its line of Irish-themed cheeses. The five types include two of them are green; three of them are imported from Ireland; and two of them are made with Irish beer and whiskey. They include Pesto Gouda, English Sage Derby, Aged Irish Cheddar, Irish Cheddar with Beer and Irish Cheddar with Whiskey, all made by the store's Happy Farms brand.

Another food item being pushed is Granny Smith apples, with their green n skin. Apple growers have been teaming up with supermarkets for holiday displays.

Washington state-based Superfresh Growers says sales of the green apple is up 2.6 percent and is the third most popular type in the U.S.

As for the beer, the most popular Irish brew is not green, it's actually ruby red. Guinness Draught, appears to be black, the company says, but hold it up to the light.

Guinness will be enjoyed in more than 150 countries worldwide, the company added. Furthermore, Wallethub says 13 million pints will be consumed today.

Also of note, is that Guinness consumption jumps 819 percent on St. Patrick's Day, while the number for all other beers is 152 percent.